Kris Kewitsch | Executive Director, Charities Review Council | July 2024
Volunteers and Donors: Making the Connection
Most nonprofits recognize volunteers and donors as critical to their success, and rightly so!
Some nonprofits also recognize that while volunteers and donors are often engaged as distinct groups, overlap can and should be fostered. The Council agrees – greater impact can be achieved when organizations take a more holistic view of these stakeholders.
If there has been resistance to this idea or it simply hasn’t been a priority for your organization yet, here are a few compelling reasons to start building out a cohesive approach (and an integrated CRM) to support volunteers as donors and donors as volunteers, creating a more robust and engaged network for your organization.
There’s value in stewarding volunteers as donors.
- Understanding of the cause: Volunteers often have a unique, hands-on understanding of the organization’s needs and the impact it makes. This firsthand experience can motivate them to contribute financially, knowing precisely how their donations will be used and the difference they can make.
- Leveraging networks: Volunteers are often well connected and deeply engaged within their communities. They can encourage their friends, family, and professional networks to also support the cause, volunteer their time, and make charitable gifts, multiplying the impact of their efforts.
- Advocating and fundraising: Volunteers can participate in or even organize fundraising events, using their intimate knowledge of the organization to advocate for it passionately. This dual role of volunteering and fundraising can significantly boost the organization’s resources.
There’s value in stewarding donors as volunteers.
- Building a personal connection: By volunteering, donors can see firsthand the impact of their contributions. This personal connection to the cause can deepen their commitment and inspire them to increase their support.
- Strengthening trust: When donors volunteer, they gain a deeper understanding of the organization’s operations and challenges. This transparency builds trust and can lead to sustained and increasing financial contributions.
- Sustaining engagement: Volunteer opportunities can keep donors engaged with the organization throughout the year, fostering ongoing support. Organizations that engage donors as volunteers often see higher retention rates, as the sense of involvement and impact encourages ongoing commitment.
If your volunteer management and donor management systems are separate, a great first step is to make a list of the individuals already giving of both their time and treasure to your organization. Discussion among the relationship managers and departments involved is necessary to determine how best to steward this segment. Coordinated and intentional communications will ensure that these hybrid volunteer-donors feel fully recognized and valued for their contributions to the organization.
By encouraging volunteers to become donors and donors to become volunteers, nonprofits can create a more engaged, committed, and effective community of supporters to amplify the impact of their organization. This dual role not only benefits the nonprofit but also enriches the personal experience of those involved, making their contributions even more meaningful.
For additional resources and best practices on volunteerism, please check out Meets Standards® nonprofit partner Minnesota Alliance for Volunteer Advancement.
